摘要
摘要
品牌影响力是指品牌对企业自身发展、消费者购买行为及其意向的影响能
力。用于评价品牌影响力指标主要包括品牌价值、品牌知名度、品牌占有率、
品牌满意度、品牌忠诚度等。对于会展而言，品牌影响力的研究主要围绕参展
商和观众两方面来展开。本文选取A会展公司为研究对象，以其主要会展品牌
中国—南亚博览会暨中国昆明进出口商品交易会（以下简称南博会）作为主要
探讨的案例来进行系统深入地分析研究，在相关理论的指导下，分析目前A会
展公司南博会会展品牌影响力现状及存在的问题，探讨提升其品牌影响力的对
策建议，以更好地打造A会展公司面向南亚东南亚的会展品牌，拓展会展业务，
服务于国家“一带一路”战略和地方经济发展。
研究发现，A会展公司目前地主要会展品牌南博会的品牌影响力总体不高，
主要反映在一是展前招商招展遭遇瓶颈；二是展中会展运营管理无序；三是展
后对参展商及观众维护不足；四是专业会展人员缺乏且专业素质不高；五是场
馆利用率较低等五个方面，这与A会展公司的战略定位和政府与社会的期望是
存在一定距离的，具体存在如下人力资源、产品战略、企业文化建设、客户满
意度等方面管理的问题，究其原因，造成目前南博会品牌影响力不高的主要原
因有品牌价值不高带来场馆利用率低；品牌知名度有限招商招展遭遇瓶颈；会
展人员专业素质不高影响观众满意度；对参展商及观众展后维护不足造成忠诚
度下降；会展运营管理无序造成会展品牌占有率降低。
在全面梳理借鉴品牌影响力的相关理论及借鉴国内外成功会展品牌建设方
面经验的基础上，本文提出了如下提升A会展公司会展品牌的路径：制定展会
客户忠诚度培养计划、增加场馆多元化利用、重视会展人才队伍建设、强化展
会内部品牌化管理、增强展后维护工作以期对A会展公司更好地打造南博会会
展品牌，提升其品牌影响力方面提出可供操作的参考对策。
关键词：南博会，会展品牌，品牌影响力，品牌管理
I

Abstract
Abstract
Brand influence refers to the ability of a brand to influence the development of
an enterprise, consumers' buying behavior and their intentions. The indicators used to
evaluate brand influence mainly include brand value, brand awareness, brand share,
brand satisfaction, brand loyalty, etc. For exhibitions, the research on brand influence
mainly focuses on exhibitors and visitors. This article selects A convention and
exhibition company as the research object, and uses its main exhibition brand
China-South Asia Expo and China Kunming Import and Export Fair (hereinafter
referred to as the China South Expo) as the main case to conduct a systematic and
in-depth analysis and research. Under the guidance, analyze the current status and
existing problems of the brand influence of Exhibition Company A at the Expo, and
discuss countermeasures and suggestions to enhance its brand influence, so as to
better build Company A's exhibition brand for South Asia and Southeast Asia, expand
exhibition business and service It is based on the national "One Belt One Road"
strategy and local economic development.
The study found that the brand influence of the current major convention and
exhibition brand of China Southern Expo is generally not high for A convention and
exhibition company, which is mainly reflected in the bottleneck in the investment
invitation before the exhibition; the disorder in the operation and management of the
exhibition during the exhibition; the third is the participation Insufficient maintenance
of business and audience; fourth, lack of professional exhibition personnel and low
professional quality; fifth, low utilization rate of venues and other five aspects, which
are a certain distance from the strategic positioning of A convention and exhibition
company and the expectations of the government and society. There are specific
management problems in the following aspects of human resources, product strategy,
corporate culture construction, customer satisfaction, etc. The main reason for the low
brand influence of the current China South Expo is that the brand value is not high
and the venue utilization rate is low. ; Brand awareness is limited, business invitations
and exhibitions encounter bottlenecks; the lack of professional quality of exhibition
II

Abstract
personnel affects audience satisfaction; insufficient maintenance of exhibitors and
audiences after the exhibition causes a decline in loyalty; disorderly operation and
management of exhibitions causes a decrease in exhibition brand occupancy.
On the basis of comprehensively sorting out the relevant theories of brand
influence and learning from the experience of successful exhibition brand building at
home and abroad, this article proposes the following ways to improve the exhibition
brand of Company A: formulating exhibition customer loyalty training plans,
increasing the diversified use of venues, Attach importance to the construction of the
exhibition talent team, strengthen the internal brand management of the exhibition,
and strengthen the post-show maintenance work in order to better build the exhibition
brand of the China South Expo for A Convention and Exhibition Company, and put
forward operational reference countermeasures in terms of enhancing its brand
influence.
Keywords: China-South Asia Expo, exhibition brand, brand influence, brand
management
III
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